Abstract
Personal values have long been considered an important variable in understanding consumer purchasing behaviors. Although research on values has been performed in a wide range of social disciplines, this variable has never been operationalized in the services marketing context. In this paper, we develop a scale that measures the personal values that are associated with using a service: the Service Personal Values (SERPVAL) scale. Insights from two empirical studies of service users indicate that this scale is multi-dimensional. It presents three dimensions of service value to (1) peaceful life, (2) social recognition and (3) social integration. Findings also reveal that all three of the SERPVAL dimensions are positively and significantly associated with satisfaction. Moreover, while service value to social integration (SVSI) is related only with loyalty, service value to peaceful life (SVPL) is associated with both loyalty and repurchase intent. Discussion centers on implications of this scale to theory and to managerial development of services strategies. Directions for future research in services marketing and personal values are also presented.
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